Most
customers seek value, but they seek it in different areas. This presentation discusses the four
domains of value–strategic, tactical, social and personal–and the kinds of
buyers who seek each type. Attendees will learn how to develop a quantified
and substantiated value proposition for each domain by following a repeatable
process: strategic analysis of the prospect's needs and aspirations, the
competition's strengths and weaknesses, and individual differentiators. This
analysis is articulated in a focused message of quantified value
substantiated with a variety of evidence and support. This presentation moves through that
process systematically.

A former
college professor, standup comic, and founder of two successful firms, Dr.
Tom Sant, CF APMP Fellow, has had a revolutionary impact on the way business people
communicate. Named the world's
foremost authority on winning sales proposals by the American Management
Association, he is the author of the best-selling Persuasive
Business Proposals, and he also wrote The Giants of Sales and The Language of Success.